Analyzing Tiktok’s Role in Shaping Health Behaviour

Irvina Joan Anak Jeffry Douglas; Nurlisa Mohamad Ridzwan; Nurul ‘Atiqah Binti Mohammad Bakhtiar; Nurul Atiqah Binti Nasrin; Mohamad Hafifi Jamri; Sri Zul Chairiyah; Yusa Djuyandi

doi:10.62771/pk.v2i2.25

Penulis

Irvina Joan Anak Jeffry Douglas Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Melaka Branch, Malaysia
Nurlisa Mohamad Ridzwan Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Melaka Branch, Malaysia
Nurul ‘Atiqah Binti Mohammad Bakhtiar Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Melaka Branch, Malaysia
Nurul Atiqah Binti Nasrin Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Melaka Branch, Malaysia
Mohamad Hafifi Jamri Faculty of Communication and Media Studies, Universiti Teknologi MARA (UiTM), Melaka, Malaysia
Sri Zul Chairiyah Universitas Padjadjaran, Indonesia, Indonesia
Yusa Djuyandi Universitas Padjadjaran, Indonesia, Indonesia

DOI:

https://doi.org/10.62771/pk.v2i2.25

Kata Kunci:

Tiktok; influencers; health products; health behaviours

Abstrak

This study employs a descriptive survey design to comprehensively assess consumer behaviours towards health products promoted on TikTok, targeting Malaysian citizens aged 18 and above. Despite the platform's increasing popularity for health product advertisements, scepticism persists regarding the efficacy of products endorsed by TikTok influencers. Findings reveal a positive response towards TikTok's influence on purchasing behaviour, with users acknowledging the need to verify health claims before making purchases. While there's a slight preference for health products endorsed by influencers, informed decision-making is emphasised. Positive feedback from TikTok users influences others' decisions to try health products, but concerns arise over potential misinformation dissemination and discrepancies between healthcare provider recommendations and patient preferences. Users prioritise influencer credibility and medical expertise, although not all actively seek health-related content. The study sheds light on TikTok's role in shaping consumer perceptions and behaviours, guided by the Transactionality Paradigm Theory. Future research could delve into long-term effects of TikTok endorsements, strategies to mitigate misinformation, and regulatory oversight to enhance consumer trust in health-related advertisements on social media platforms.

Referensi

Anderer, S. (2024). Patients are turning to TikTok for health Information—Here’s what clinicians need to know. JAMA, 331(15), 1262. https://doi.org/10.1001/jama.2024.128

Awan, A. T., Gonzalez, A. D., & Sharma, M. (2024). A Neoteric Approach toward Social Media in Public Health Informatics: A Narrative Review of Current Trends and Future Directions. Information, 15(5), 276. https://doi.org/10.3390/info15050276

Burzyńska, J., Binkowska-Bury, M., & Januszewicz, P. (2015). Television as a source of information on health and illness – review of benefits and problems. Prog Health Sci 2015, Vol 5, No2 Television Information Health Illness – Review , 5, 174–184.

ByteDance. (2021, September 22). Community Commerce: How TikTok is revolutionizing the shopping journey and making products sell out. TikTok for Business. https://www.tiktok.com/business/en-US/blog/community-commerce-tiktok-making-products-viral

Cline, R. J. W., & Haynes, K. M. (2001). Consumer Health Information Seeking on the Internet: the State of the Art. Health Education Research, 16(6), 671–692. https://doi.org/10.1093/her/16.6.671

Cny. (2023, December 29). How to be a medical influencer: Key steps & tips - Influence Insider. Influence Insider. https://influence

Cohen, R., Newton-John, T., & Slater, A. (2020). The case for body positivity on social media: Perspectives on current advances and future directions. Journal of Health Psychology, 25(6), 765-776. doi:10.1177/1359105319851620

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). SAGE Publications.

Dave, C., et al. (2024). The impact of social media influencers on consumer behavior in healthcare. STAT.

Dave, S., Reed, S., & Woloshin, S. (2024, January 19). The FDA and FTC need to crack down on TikTok and Instagram influencers pitching prescription drugs. STAT. https://www.statnews.com/2024/01/22/fda-ftc-tiktok-instagram-influencers-advertising-prescription-drugs/

Ecosystemizer. (2024, March 8). TikTok’s evolution: merging e-commerce with entertainment I Blog Ecosystemizer. Www.ecosystemizer.com. https://www.ecosystemizer.com/blog/tiktoks-evolution-merging-e-commerce-with-entertainment

Etikan, I. (2015). Convenience Sampling: A Guide for Researchers. Journal of Statistics and Management Systems, 20(2), 211-219

Fannin, R. (2019, September 13). The Strategy Behind TikTok’s Global Rise. Harvard Business Review. https://hbr.org/2019/09/the-strategy-behind-tiktoks-global-rise

Feng, Y., Chen, H., & He, L. (2019). Consumer responses to femvertising: A data-mining case of Dove’s “campaign for real beauty” on YouTube. Journal of Advertising Research, 59(2), 171-182. doi:10.2501/JAR-2019-017

Fink, A. (2013). Conducting Research Literature Reviews: From the Internet to Paper. SAGE Publications.

Giles, D. (2016). Observing real-life displays of body image disturbance on social media: The case of pro-anorexia on YouTube. Journal of Health Psychology, 21(1), 108-121. doi:10.1177/1359105314527144

Hoffman, L. (2024, January 18). The Story Behind TikTok’s Success: A Global Phenomenon Unveiled. Outer Places. https://www.outerplaces.com/story-behind-tiktoks-success/

Iqbal, M. (2024, February 22). TikTok Revenue and Usage Statistics (2023). Business of Apps. https://www.businessofapps.com/data/tik-tok-statistics/

Jarboe, G. (2022, June 15). Research Reveals TikTok’s Impact On Consumers’ Purchase Journeys. Search Engine Journal. https://www.searchenginejournal.com/tiktoks-impact-purchasing-research/453960/

Jarboe, Greg. “Research Reveals TikTok’s Impact on Consumers’ Purchase Journeys.” Search Engine Journal, June 15, 2022. https://www.searchenginejournal.com/tiktoks-impact-purchasing-research/453960/.

Jarvis, L., & Opinion, B. (2024, March 18). Fight health misinformation by influencing the influencers. Medicalxpress.com. https://medicalxpress.com/news/2024-03-health-misinformation.html

Jia, Q., Xu, X., Zhou, M., Liu, H., & Chang, F. (2023). Exploring the determinants of continuous intention in TikTok from the perspective of social influence: a mixed approach of SEM and fsQCA. Journal of Electronic Business & Digital Economics, 2(1), 45–68. https://doi.org/10.1108/JEBDE-07-2022-0016

Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in social media research: Past, present, and future. Information Systems Frontiers, 20(3), 531-558. doi:10.1007/s10796-017-9810-y

Kirkendoll, Shantell. “Exploring the Influence of TikTok on Health Information.” Duke University School of Medicine, March 8, 2023. https://medschool.duke.edu/stories/exploring-influence-tiktok-health-information.

Knupfer, N. N., & McLellan, H. (2001). Descriptive research methodologies. In D. H. Jonassen (Ed.), Handbook of Research for Educational Communications and Technology. Association for Educational Communications and Technology.

Levy, S. (2021, November 5). A Conversation about Reducing the Harms of Social Media. Harvard Health. https://www.health.harvard.edu/blog/a-conversation-about-reducing-the-harms-of-social-media-202111052632

Li, Y., Guan, M., Hammond, P., & Berrey, L. E. (2021). Communicating COVID-19 information on TikTok: a content analysis of TikTok videos from official accounts featured in the COVID-19 information hub. Health Education Research, 36(3).

Mcleod, S. (2023, June 11). Normative & Informational Social Influence | Psychology. Simply Psychology. https://www.simplypsychology.org/normative-informational-social-influence.html

Meenakshi Palo. (2024, January 7). Social Media Influence: The Power of Shaping Public Opinion. Medium. https://medium.com/@meenakshipalo99/social-media-influence-the-power-of-shaping-public-opinion-7f7b803c4481

Nawi, A., Khamis, N. Y., Hussin, Z., & Abdul Aziz, M. N. (2023). Exploring Disruptive Adolescent Behaviours on Social Media: A Case Study During the Times of Crisis. Pertanika Journal Social Sciences & Humanities, 31(4), 1343–1362. https://doi.org/10.47836/pjssh.31.4.01

New York University. (2020, October 8). People Use, Trust Different COVID-19 Information Sources Depending on Gender, Age, and Other Factors (R. Harrison, Ed.). Www.nyu.edu. https://www.nyu.edu/about/news-publications/news/2020/october/covid-19-information-sources.html

Pallant, J. (2020). SPSS Survival Manual: A Step by Step Guide to Data Analysis Using IBM SPSS. Routledge.

Raosoft, Inc. (2004). Sample Size Calculator. Retrieved from http://www.raosoft.com/samplesize.html

Rusell, Cristel Antonia. “Why TikTok Made Us Buy It | Psychology Today.” www.psychologytoday.com, February 27, 2022. http://psychologytoday.com/us/blog/the-savvy-consumer/202201/why-tiktok-made-us-buy-it.

Savel, T. G., & Foldy, S. (2019). The Role of Public Health Informatics in Enhancing Public Health Surveillance. Centers for Disease Control and Prevention. https://www.cdc.gov/mmwr/preview/mmwrhtml/su6103a5.htm

Shaw, T. (2024, June 3). TikTok and Ozempic: CU Doctors Discuss Risks, Benefits of Advertising. News.cuanschutz.edu. Retrieved June 9, 2024, from https://news.cuanschutz.edu/department-of-medicine/research-impact-direct-consumer-advertising

Smith, A. (2020). Instagram and Dietary Habits: A Descriptive Survey Design Study. Social Media & Health, 12(3), 456-478.

TikTok For Business. (2023, March 1). The infinite loop: TikTok’s unique retail path to purchase | TikTok For Business Blog. TikTok for Business. https://www.tiktok.com/business/en-US/blog/infinite-loop-tiktok-retail-path-to-purchase

Taherdoost, H. (2018). Sampling Methods in Research Methodology; How to Choose a Sampling Technique for Research. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3205035

Valkenburg, P. M. (2022, July 1). Theoretical Foundations of Social Media Uses and Effects. Handbook of Adolescent Digital Media Use and Mental Health. https://www.cambridge.org/core/books/handbook-of-adolescent-digital-media-use-and-mental-health/theoretical-foundations-of-social-media-uses-and-effects/8225BEBBDCC51768AFB8732E590FC212#

Vicente, V. (2021, February 17). Why Is TikTok So Popular? Why the Social Network Is Unique. How-to Geek. https://www.howtogeek.com/711824/why-is-tiktok-so-popular-why-the-social-network-is-unique/

Wang, R. (2020). Managing Platform Business Growth: A Case Study of TikTok. https://research-api.cbs.dk/ws/portalfiles/portal/66775330/1052301_Master_s_Thesis_Ruofu_Wang_122520.pdf

Zhang, H., & Rau, P. L. P. (2021). Effects of TikTok on the health behaviors of children and adolescents: A systematic review. Journal of Medical Internet Research, 23(6), e27670. doi:10.2196/27670

Zhou, P., You, J., & Wu, W. (2021). Research on Health Communication Strategies of Short Video on Popular Medical Science. Advances in Economics, Business and Management Research, 203. https://doi.org/10.2991/assehr.k.211209.172